The Customer Journey - 5 Steps from Stranger to Advocate
I didn’t have any tattoos at all as 2023 began. So, how did I go from,
’I’m just thinkin’ about it. I’m not gonna do it,’ to ‘I did it’?
Whether your Seattle small business is selling tasty food or tattoo services, it’s important to know your customer’s journey.
First off, what is a Customer Journey? Why is mapping out a customer journey important for your small business?
A “Customer Journey” refers to the path or series of interactions and experiences a customer goes through, from initial awareness to making a purchase and developing a lasting relationship. Knowing how your customers move through this path to go from strangers to advocates is crucial because it helps you tailor your marketing efforts, improve customer experiences, and ultimately increase sales and customer retention.
You can think of the Customer Journey in five key stages: know, like, trust, buy, and befriend (return/share).
Customer Journey
Stage One: Know
If the Customer Journey is a path, the “know” stage is the starting point. This stage is how your customer becomes aware of your brand or offering. Boosting your visibility through local marketing, social media strategy, or community events is a great way to increase local awareness. It's important to be where your potential customers are online and offline, so they know you exist.
Tattoo Customer Journey Before I ever got my first tattoo, I became aware of Raychelle at Sorry Sorry Tattoo through an Instagram share from Nikkita Oliver, a local artist and community organizer. My entry point was through word-of-mouth, the recommendation of a trusted source.
Stage Two: Like
As the journey continues, your customer will reach the "Like" phase. This is where people start to form a connection with your brand or work. Now that they know who you are, they'll decide if they are into you and your values. Make your values clear. Show your customers the human side of your business. The goal is to give people the opportunity to find out if they genuinely like what you stand for.
Tattoo Customer Journey I became aware through an Instagram share and I began to like Raychelle’s style by looking at examples of other work she shared on her own Instagram and the Sorry Sorry Tattoo shop Instagram. The boldness and use of color in Raychelle’s work started to feel familiar to me, I really enjoyed what she was sharing. At this point, I saw her Instagram as a portfolio and I wanted to see more.
Stage Three: Trust
Trust is difficult to gain and easy to break. But, without trust, your customer is not likely to feel good about their purchase. They aren't likely to buy at all. Demonstrating trustworthiness through consistently great service and honest customer reviews and testimonials helps new customers see that others have already had a positive experience.
Tattoo Customer Journey I already knew and liked Raychelle’s work, but I was content to admire it from a distance. “How do you know if you can trust someone to mark you permanently?” I wondered. I knew when it was time for my own tattoo, I didn’t want a bro-ish dude to be responsible for it. I wanted the work done by someone whose soul resonated with mine, someone whose work I would proudly display. With Raychelle's impressive track record and the endorsement from The Stranger as their Artist of the Week, my trust in her increased significantly. I was now ready for my first tattoo!
Stage Four: Buy
The purchase is where you might think the customer journey ends. While we absolutely celebrate every closed sale, this is never the end of the line. During every moment of the purchase, you have the opportunity to delight and impress your customer, removing barriers, so that their experience is smooth enough that they will want to purchase again and share their experience.
Tattoo Customer Journey When I first reached out to Raychelle, I learned from her auto-responder how far in advance she was booking appointments. I had a couple of dates in mind, so I shared those with her to find something that worked for both of us. Then she asked for an earlier date for our virtual consultation. During the video consultation, Ray was well-prepared, friendly, and brimming with inspiration. She shared some essential details I could expect, such as the code-locked door, mask policy, and payment policy. Then, she unveiled her sketch, inviting feedback and changes. I was so impressed by her initial sketch and the details she incorporated from my request that I didn't want to make any changes. I loved it!
Sorry Sorry Tattoo shop itself was warm and friendly. It was bright and clean, and Raychelle graciously guided us through the process. My boyfriend and I were both getting tattoos together and as this wasn't his first tattoo, I suggested he go first so I could observe. To be honest, I was still in the "trust" phase, and witnessing Raychelle in action was reassuring. When it was finally my turn, she carefully shaved my arm and applied the stencil perfectly. As she began tattooing, she frequently checked in on my comfort level and pain tolerance. The first few strokes certainly hurt, but I found myself adjusting to the pain and accepting it. This would be worth it. In just a couple of hours, she was done.
After taking post-tattoo photos, Ray had us photograph the Tattoo Aftercare Instructions she keeps on a laminated page in the shop. With my tattoo securely wrapped and the aftercare instructions in hand, I left as a very satisfied customer.
Stage Five: Befriend (Return and Share)
After the purchase, the know-like-trust cycle begins again and continues to strengthen. Encourage happy customers to share their experiences. By providing them with easy ways to share their experiences and incentivizing their return, you'll not only have customers but also a community of advocates. Small businesses flourish through referrals. Word-of-mouth and organic marketing repeatedly prove to be the most effective methods for consistently attracting new business over time.
Tattoo Customer Journey I could not wait to show off my new tattoo! I felt immensely proud of it, so delighted by the entire experience, naturally I wanted to share! I took photos and created a video for Instagram Reels and for TikTok allowing me to invite others into my great experience. I also wrote a blog post as a detailed review and then Ray shared my video and my review on her Instagram channels, too. This was my first tattoo, but I already know I’ll be back for more.
What if they leave a negative review?
So far, we have only discussed the most ideal Customer Journey which ends and begins again, with the Befriend (Return and Share) Stage. But, what happens if, instead of befriending your business, they leave unsatisfied, or worse, angry? What if they leave a negative review? What are the impacts on your small business?
Negative reviews lead to a damaged reputation, loss of trust, loss of sales, and customer churn. It’s essential for small businesses to actively manage their online reviews, address negative feedback constructively, and leverage positive feedback to build and maintain a strong online presence. Every review, positive or negative, is a learning opportunity.
REFLECT
Do you know how your last five customers or clients first became aware of your business?
What have people said they like most about what you do?
How do you display your credibility?
What are the barriers preventing the smoothest, most enjoyable, purchasing experience for your customers?
Have you made it easy for others to share their great experiences?
Where are your ideal clients looking for you? Can you be found easily? Can you be found even if they do not know your business name, but know what you offer and where you offer it?
Contact me if you are ready to map out your Customer Journey and find ways to improve your customer’s experience every step of the way. I’d love to help!
